Finish the Year Strong, Start the New Year Booked
Sam Burrows | WA Business Development Manager
The festive season is the most commercially important period of the year for our industry. Managed well, it strengthens December revenue and positions your business for a strong start to the new year.
Working with clinics across Western Australia, I see two factors that consistently distinguish the businesses that perform strongly over summer: a well-executed VIP event and a clear Christmas sales strategy. In this article, I outline why both matter, how Circadia supports you, and the approaches I see delivering the best results for our partners.
Why VIP events significantly matter
A VIP event is one of the most valuable occasions on your business calendar. In a single evening, it recognises client loyalty, strengthens relationships and generates measurable revenue.
Celebrate a successful year with your clients
Your clients have supported your business throughout the year. A VIP event is an opportunity to acknowledge that support and offer an experience that feels exclusive. This sense of recognition builds long-term loyalty and encourages referrals. It is also a valuable moment for your team to celebrate the year's achievements together.
Generate sales on the night
A VIP event should be approached as a key sales opportunity, not only a celebration. Guests attend in a relaxed, receptive frame of mind, which makes the evening ideal for purchasing decisions. Structure the event so that buying is simple and clearly communicated.
The event is also the ideal setting to normalise conversations about investment and pricing. Present your packages, pricing and specials openly and with confidence. When pricing is discussed professionally, clients perceive it as expert guidance rather than a sales pitch. For many therapists, an event provides a comfortable environment to build confidence in these conversations.
Secure bookings for January and February
January and February are traditionally quieter months, as clients recover from holiday spending and many travel. A VIP event allows you to address this in advance and keep treatment rooms occupied.
Introduce offers that commit clients to future appointments, such as buy two treatments, receive the third complimentary. Prepaid or prebooked appointments secured on the night give you a full schedule and predictable revenue as the new year begins.
Create excitement around Circadia, your services and the festive season
Events create genuine engagement. Guests experience Circadia products first-hand, learn about your treatment offering and connect with the festive occasion. The impact extends well beyond the evening through social media content, word-of-mouth referrals and new client enquiries.
How Circadia supports your events
As a Circadia partner, you do not need to plan and fund your VIP event alone. We support up to two events per year for each partner, including:
- 10 complimentary gift bags for your guests
- One lucky door prize to create anticipation throughout the evening
- Discounted travel-size cleansers, ideal as add-on purchases or stocking fillers
Business Development Manager support and Circadia Mixology
Your Business Development Manager can attend and help run your event. One of our most popular activations is Circadia Mixology: bespoke professional masks blended on the spot and fully customised to each guest's skin concerns.
Mixology is interactive, memorable and highly personalised. It gives guests a professional-grade experience, demonstrates the expertise behind your treatments, and naturally leads into conversations about homecare and in-clinic services.
Tips for a successful VIP event
The most successful events are planned with clear commercial objectives. These are the practices I recommend to every partner.
- Take a booking deposit. A deposit confirms commitment and significantly improves attendance. It gives you accurate guest numbers for planning, reduces last-minute stress and makes event management far more efficient.
- Focus on two objectives: retail sales and rebookings. Every element of the evening should support one or both. Before the event, set targets for retail revenue and the number of future appointments you want to secure, and brief your team accordingly.
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Offer a tiered selection of specials. Prepare a small number of offers at different price points so every guest can find an option that suits them:
- Small: an accessible entry offer, such as a single product or introductory treatment
- Medium: a bundle or treatment package with stronger value
- Large: a bulk, higher-tier or advanced package for your most committed clients
- Include treatment demonstrations. Live demonstrations show guests the results and expertise behind your services. Your Business Development Manager or a leading therapist from your team can assist, allowing you to focus on hosting and building relationships with your guests.
Why Christmas holiday sales matter
Christmas is the peak gifting period of the year, and your clinic is well placed to capture it. Clients are actively looking for meaningful gifts, and skincare and treatments are among the most appreciated.
Gifting that generates referrals
Encourage clients to purchase gifts for their loved ones, or provide them with gifts to pass on over the holiday period. Every gift that leaves your clinic introduces a potential new client to your business. It is one of the most cost-effective referral strategies available, because the recommendation comes from someone the recipient already trusts.
Festive gift vouchers
Gift vouchers are an ideal solution for clients who are unsure what to buy. They are simple to sell, require no stock and bring new clients through your door in the new year, when bookings are typically quieter. Present them in festive packaging to increase their appeal as a gift.
The Circadia Christmas Kit
The Circadia Christmas Kit is a ready-made, beautifully presented gift solution. Display it prominently in your clinic, feature it on your social media channels and recommend it to clients during appointments to make festive purchasing effortless.
Tips for Christmas sales
A few well-planned strategies can lift your average sale and secure bookings well into the new year.
- Pair the Sensitive Kit with a complimentary gift voucher. Offer a complimentary treatment voucher with each Sensitive Kit purchase, redeemable in January or February. The client receives added value, and you secure a booking during the quieter months.
- Create a strong gift with purchase (GWP). Identify your average client spend, then set your GWP threshold approximately $30 above it. This encourages clients to spend slightly more to receive the gift and lifts your average transaction value. Use your Circadia points to source the gifts cost-effectively.
- Recommend travel-size products. Many clients travel over the holiday period. Travel-size products are convenient, easy to add to any purchase and keep clients on their homecare routine while they are away.
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Offer a range of gifting options. Make it easy for clients to buy for their loved ones with a curated selection, such as:
- Different types of kits, ideal introduction to Circadia for any first-time users, depending on their skin type
- Your salon signature facial, an experience-based gift that brings the recipient into your clinic
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The festive season is your opportunity to thank the clients who have supported you all year and to set your business up for its strongest start yet. With the right event, the right offers and the full support of the Circadia team behind you, there has never been a better time to finish the year on a high.
Find out about how we can support you to build your success in 2027.
Click the link below and book a discovery meeting today.
